Our proprietary
methodology assures
the best solution
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Analyze
Discover
Innovate
Synthesize
Develop
Implement
Improve
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SYSTEM OUTLINE
System. Questions addressing strategic, marketing, sales, financial and operational issues are selected from my 600+ question database and incorporated into a guide booklet. This serves to facilitate a series of interactive sessions where investigation of the company, industry, customer, products, markets and many other areas are performed. Data is gathered and research is analyzed on both rational and emotional levels; key to this is the investigation of the psychological components of the buying decision. After analysis a summary of findings is prepared, which is used in developing strategies, tactics and deliverables.
Spotlight Client: Enginuiti. A customized questionnaire was prepared and 3 on-site sessions were held. Subsequent telephone interviews were conducted with employees and partners. Support documentation was reviewed, including existing proposals, legal agreements, presentations and other collaterals. The web sites of 75 competitors, network integrators, ISP's were audited. 21 consultants and 20 actual or potential clients were interviewed. An encapsulated financial analysis and 1 to 3 year projection was generated as part of a growth model for the company.
I. Concept: Shape and Create Value
- Map Psychology of Buying Decision
- Tactics Based on Cognitive Segments
- Map Inconsistencies & Market Chaos
- Understand Motivation & Cognitive Dissonance
- Identify Deficient Competitive Solutions
- Produce Collaterals Evoking Emotional Response
- Define Micro-segments
- Evolve / New Products
- Create Brand Identity
- Measure & Reformulate
II. Customer Cognitive Perception Hierarchy
- ACPFB Model
- Filters, Assumptions, Expectations & Beliefs
- Customer, Buyer & Influencer
- Cognitive Process
- Cognitive Influencers & Defenses
- Tangible Attributes
- Attitudes & Behavior
- Conversion Points
- Behavioral Segmentation
- Awareness & Data Search
- Dissonance & Gestalt
- Adoption - Diffusion
- Key Micro-segment Discriminators
- Psycho-graphic Gestalts/ Model
- Conversion and Interoperability
III. Industry
- Marketing Practices
- Competitive Factors
- Trends
- Segments
- Channels
- Lifecycle
- Missions
- Barriers to Entry
- Reformulate Gestalts
- Conclusions & Opportunities
IV. Competition
- Key Competitive Factors
- Changes in Strategies
- Competitive Responses
- Psychological Orientation
- Price Points - Sensitivity
- Dissonance & Beliefs
- Shortages & Vulnerabilities
- Strengths
V. Self
- Product & Services Perception
- Relative Advantage
- Services Processes / System
- Customer & Marketing Orientation
- Rank Competitive Factors
- Stakeholders
- Resources
VI. Target Micro-segment Psychometrics
- Perceptual Map
- Reformulate Cognitive Hierarchy
- Marketing Practices
- Discriminators
- Profile
- Micro-tactics - Strategy
- Reformulate & Refine Gestalt
VII. Brand Strategy Formulation & Positioning
- Brand Experience Discriminators
- Psychometrics & Definition
- Visual & Functional Fit
- Bundling & Marketing Mix
- Product Perception
- Problem - Threat -Distinction
- Pricing & Profitability Objectives
- Collaterals - Dissonance & Emotional Response
- Web / Intranet/ Extranet
VIII. Tactics Formulation
- Channels Profit Margin
- Customer Service
- Integration - Sales System
- Measurements
- Tactics & Strategy
- Quantitative Impact on Stakeholder Value
IX. Potential New Services / Characteristics
- Proprietary Methods
- Product Perception
- Price
- Promotion Strengths
- Product Gradient
- Tangibles & Intangibles
X. Pricing & Financial Model
- Skim/Penetrate & Volume/Profits
- Value/ Elasticity
- Target Client Profile
- Attrition & Account Aging
- Sensitivity Analysis
- Assumptions
- Drivers
XI. Managerial, Sales & Operational Subsystem
- System Model
- Sales Goals
- Financial / Sensitivity Analysis
- Tracking Methodology
- Technology Needs
- Operational & Financial Support
- Conclusions & Deliverables
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Interested in a more successful business model? Call 703.373.7388 or email us.
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